The agency has been briefed to look at all aspects of how the brand presents itself to consumers and to whether the company should begin advertising, having never previously done so.

The initiative comes in the wake of significant growth by Tie Rack, which has shaken off the problems that dogged it in the early 90s through consistent branding and a successful move into airport retailing.

Roy Bishko, Tie Rack's chairman, who founded the company in 1982, cited the agency's "strategic and creative strength" as the reason for the appointment.

He said: "Tie Rack has grown rapidly in recent years. It is now an appropriate time for us to take stock of the brand's position in a changing marketplace and consider our communication needs."

Tie Rack , with 450 stores in 31 countries, has been refocussing itself away from the high street to concentrate on developing its airport sales

It currently operates 107 outlets at 61 airports in 27 countries to capitalise on the demand by air travellers for small, portable and value-for-money gifts.

Its current health is in sharp contrast to its profits collapse in 1990 when it faced problems adapting to the trend towards less formal dress. Since then it has turned itself around by not borrowing money and keeping administrative costs low."

Moray MacLennan, M&C Saatchi's joint chief executive, said: "It's possible that large sectors of the population are unaware not only of the high quality of Tie Rack's offering but also the extent to which it creates and designs merchanise in-house."